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1001 barce
The document summarizes a presentation about the 1001 Stories website, which allows users to share stories and pictures about cultural heritage sites in Denmark. Some key points: - 1001 Stories aims to engage young people and locals to share their experiences of cultural sites outside museums, using a social media approach. - Over 30,000 monthly users contribute content like stories, pictures, comments and tags for over 500 cultural places in Denmark. - A marketing campaign promoted the site through various media outlets and partnerships with other cultural organizations. - Social media has led to a shift where communication is more collaborative versus hierarchical, and where companies openly share information. - While social media provides opportunities for more democratic cultural sharing, maintaining engagement requires ongoing effort
1001 barce
- 1. 1001 fortællinger omDanmark 50 temaer 1001 stories 200 experts 50 themes Mette Bom Campaign advisor Ministry of Culture 1 Barcelona, spring 2013 Denmark
- 2. Agenda • What is1001 and why? • Our time – a shift of paradigms • 1001 statistics • Campaigning heritage in a social media reality • Elements in the 1001-campaign • Good advice is free (today) • Questions and Answers • Things to remember 2
- 3. What is 1001stories about Denmark? 3
- 4. A place whereusers tell us new stories about places in Denmark… The police head quarters -Cph 03/27/13 4
- 5. And develop content.. ”Wouldit be possible to download the stories as podcasts? Because then my custermer can listen to them all the way from the airport” Limousine driver, Cph 5
- 6. …and comment oneach others stories 6
- 7. And contribute with picturesof their cultural legacy 7
- 8. User picture from”Øm” 8
- 9. Picture from JægersborgAnimal park 9
- 10. Picture from thefood store Irma’s coffee roaster factory, Rødovre 10
- 11. Picture from thecollective Vennelyst 11
- 12. Picture from Feggeklitand Skarrehage pier work 12
- 13. Why a userdriven website? 13
- 14. Nudging: to moveand push users and stakeholders 14
- 15. And to: • engageyoung people • get out of the museums • share data og love • boost culture turism • engage locals 15
- 16. And to moveourselves and our users from… 16
- 17. … the traditionalapproach to heritage
- 18. … to amodern and interactive approach 18
- 19. Nudging: so wewill move something in our users – in order for them to move something in us… (Danish) cultural heritage 19
- 20. We wanted toshow people that cultural heritage is diverse - so we adopted a broad heritage understanding. 20
- 21. From the localgrill the airport… …from grill bars 03/27/13 21
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- 23. from twin passagegraves…
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- 27. Social media marka shift in paradigms… 27
- 28. within communication: fromhierarchical one-way communication… 28 03/27/13
- 29. to a bazaar-likeform of communication To the bazaar 29
- 30. in business strategyand corporate governance: - from companysecrets to companysharing 30
- 31. Lego & Starbucks •ReBrick is a social media platform where adults share and communicate about the LEGO they build • Starbucks – 31.898.834 people talking about coffee and recipes
- 32. New customer relationsand communication Letter from Alexander Kanto to YouSee (TV streaming channel): A love letter where Alexander states that he has to break up with YouSee because he doesn’t ’feel it’ anymore and has meet someone else – a new streaming company…
- 33. YouSee’s answer toAlexander Dear Alexander, I’m sad that you’ve found someone else. I’m not stupid though, I had seen it coming because lately you’ve seemed rather unengaged and careless about us. …
- 34. A shift inparadigms that nobody knows what is leading to! ”No one company, no one specialty, no one individual has all the answers to address the fundamental changes taking place. The changes are too sweeping, too fast moving, too complex for anyone to talk in absolutes. We're still in the early stages of a media disruption that affects marketing communications in ways yet be fully understood” Chris Perry, Advertising Age 34
- 35. And a shiftin our perception of democracy: Everybody can join regardless of race, class, sex or political stands 35
- 36. Out reach democracy • 8 million people watched Obamas 37 min. speech on race at youtube, 1 mio on his own page • 7 mio. saw him dance at the Ellen Generes show 36
- 37. The U.S. presidentialelection 2012 : With 10.3 million tweets in one week, the Denver debate became the most discussed political event in U.S. history. - more discussed than the democratic convent (9.5 mill. tweets in one week) and the republican convent (4 mill. tweets in one week)
- 38. Political nudging: ”30 percentof registered voters have been encouraged to vote by their friends and family on social networks, while 20 percent of registered voters have encouraged others to vote by posting on a social networking site such as Facebook (FB) or Twitter”. Pew Research Center’s Internet & American Life Project report on Social Media and Voting,
- 39. 1001 in numbers– Return on Online Investment? 39
- 40. What did 1001cost? website: • 985.000 EUR from funding • 402.000 EUR to project management • 67.000 EUR for beta development 2010 App: • 47.000 EUR for iPhone og Android app • 67.000 EUR for routes • 13.500 EUR annual budget 2011 and 2012 40
- 41. Sitet in numbers– user created content • +30.000 monthly users (increasing) • 2000 new profiles • 500 new places/stories • 5.000 pictures • 3.500 comments (600 valid) • 4.700 tags (DK) 4.000 (UK) • 3.000 links • 9.000 iPhone app + 4.000 Android • 1.206 dk Facebookfans, 800 users • 8.000 external links • 80 active widgets 41
- 42. More platforms Sharing information, experiences and users • WWW • 1001stories.dk (eng) • mobilsite, iPhoneapp+ Android • Widgets/iframes • Webservices DR, DBC • GPS • Facebook • Newsletter, Rss feeds, podcast • YouTube • Google Adwords og 42 42 SEO
- 43. Campaigning heritage ina social media reality… Traffic and users don’t come easy no matter how exciting your content is 43
- 44. You have towork for it! 44
- 45. Sociale media is •A place for grooming (Robin Dunbar) • A place to be attractive to others • And socialize 45
- 46. Elements in the1001- campaign: • A detailed PR-plan • Use celebrities • Media campaigns in local and national media • International presentations and PR about the site • Post launches – ex. new development (apps, routes) • New campaigns • New media campaigns 46
- 47. A new campaign”European stories”
- 48. Partner collaborations viawidgets & webservices municipalities VisitDk local sites Danish Broadcasting Cooperation Museums 48
- 49. SEO and linkbuilding Linksfrom other sites are vital for your traffic! July 2010 - Jan 2012 90.869 visits from 2.018 references! 49
- 50. Where do ourusers come from? References has mainly been created via SEO and link building 50
- 51. Other sites like1001: www.platsr.se and www.digitaltfortalt.no 51
- 52. All over theworld – the same trend Share, share, share Google art project Europeana.org 52
- 53. questions today: • Doesthe digital world promote the most poplar heritage sites? Yes and no • What opportunities will online media give for user involvement in the determination of pictures? The digital media makes it possible to involve citizens • What thoughts and visions will the user have when he/she upload pictures on the web? Hear me, see me! or hear it see it • Where do we want to be visible? Where the others are - in niches • Does the digital universe change our perception of the pictures and place? No, I do not think so • Who will expose the material? The state? Google? Governmental Culture Agencies? or local institutions? All are co-creators of the history – that is the point 53
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- 55. Use social mediato: • Communicate directly with your users • Increase visibility on many platforms 24/7 • Fundraise • Listen to the grapvine • Change attitudes • It’s easy and cheap 55
- 56. Don’t use socialmedia if you: • Close at 5 pm • Don’t have the time or ressources to respond • Only want to make small ”like”-revolutions • are secretive and don’t want to share your knowledge 56
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- 58. Other advice tosocial media campaigning: • make language versions • think about your operating budget from the beginning • Use tracking, linkbuilding and SEO • make webservices, widget & share, share, share • tailor your message & use the press • try new stuff - be brave • ask and use your users • Have fun! 58
- 59. And remember…: ”There ain’tno such thing as a free lunch”
- 60. Users are nicebut needy: Love them, lead them, listen to them, engage them 60
- 61. Thank you! See you at: www.1001fortællinger.dk www.1001stories.dk “The more you know, the more you care & the more you share.” 61
Editor's Notes
- #34 Men jeg har jo ikke været blind for, at du ofte hellere vil sidde bag den lille dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere uskarpe og tarvelige hjemmevideo på YouTube end mig og mine HD-kanaler. Og da jeg forleden fandt en brugt Netflix-kupon mellem sofaspuderne, vidste jeg, at det var slut. Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og sørger for, at der er plads til alle i en husstand – både for de mindste og de ældste. Farvel Alexander – din x-box er måske lidt våd og står et sted på Enghavevej Mvh YouSee.